Digital Marketing Strategies

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Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Since it was developed in the 1990s and 2000s, technology for marketing has changed. Digital marketing campaigns became widespread as people increasingly used digital devices rather than in-person shopping. As digital platforms become widely integrated into marketing plans and everyday life. Employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace.

One or more online channels and techniques (omnichannel) can be used in digital marketing strategies to increase brand awareness. The following methods/tools may be used to build brand awareness:

  1. Search engine optimization (SEO)

Business websites and brand-related content may be made more visible with search engine optimization techniques for common industry-related queries. With the growing influence of search results and search features such as featured snippets, knowledge panels, and local SEO on customer behavior, SEO has become increasingly important to increasing brand awareness. Search engines work by crawling the web using bots called spiders. By following links from one page to another, these web crawlers find new content to add to the search index. Using a search engine, relevant results are extracted from the index and ranked according to an algorithm. As complicated as that sounds, it is. Nonetheless, you need a basic understanding of how search engines find, index, and rank content if you want to rank higher in search engines.

  • Search engine marketing (SEM)

Paid search, also known as SEM, involves the placement of ads in prominent, visible positions on search results pages and websites. A positive impact of search ads on brand awareness, recognition, and conversions has been demonstrated. The advertiser bids on keywords that users of services such as Google and Bing might enter when looking for certain products or services, which allows their ads to appear alongside search results when users enter those keywords. Approximately 33% of searchers who click on paid ads do so because they are directly related to their search query.

  • Social media marketing

The social media revolution has changed our society and the way we interact with one another. Marketing on social media platforms aims to increase brand awareness for 70% of marketers. Social media marketing teams use Facebook, Instagram, Twitter, and YouTube as their primary platforms.

  • Content marketing

56% of marketers believe personalized content, such as blogs, articles, social media updates, videos, and landing pages, are helpful in boosting brand recognition and engagement. Mentionlytics claims that blogging, social networking, and interactive content strategies can improve brand awareness and loyalty by 88% when combined. This can be done via various approaches like-

  • Infographics -These are generally long, vertical graphics that include statistics, charts, graphs, and other information.
  • Podcasts- As this format for content production is growing, some brands have become interested in the value that podcasting can bring to their business. Podcasting allows brands to communicate to a captive audience. With lifestyle on-the-go, the power to have the podcasting on demand allows companies and brands tell their story anywhere at any time, which helps to establish authority in your industry and create advocates brand along the way.

Search Engine Optimization

SEO (Search Engine Optimization) is a process of optimizing web pages and sites to get more traffic and make them search engine friendly, thus getting a higher ranking in search results. 

Here are step by step processes if you want your website to rank higher in search engines like google :

  • Find keywords

Keywords are fundamentals to the search process but they should be relevant to the context. Using long-tail keywords is a great strategy. It consists of three to five words and is more specific. They are less competitive than common keywords which tend to attract more traffic to your website.

  • Creating good content

If you want your website to get a good ranking, to get popularity then start creating good and engaging content. One of the reasons why most of the websites don’t get ranking is because the contents don’t get shared or linked to. To get someone to link or share your website, you need to create unique content which

  1. Publish in-depth and engaging content so that the reader gets want he wants to know without getting bored might lead to sharing your content or even gain links.
  2. Adding hooks to your content will help you get more links. It can be anything such as statistics or an interview which can be used to engage your website visitors and guide them to take actions you want them to take next.  

  • Keyword optimize your content

Keyword optimization is to make sure that chosen keywords are effective and map your targeted keywords in a few important places on your page. This will help search engines to understand better what your page is all about the targeted terms. You should decide where to use each keyword depending on the content of each page on the site. Key areas on your website are the title tag, image alt text, H1 heading, H2 and H3 subheaders, and so on. Using LSI keywords will help search engines to know what your content is about. LSI keywords are terms closely related to the keywords you are targeting.

  • Optimize your content for users

To boost your website rank higher in the search engine you have to optimize your content such that the user remains engaged with the content for a longer period otherwise they will leave your page and will eventually lead to a lower rank in the search engine. 

Structure your content by giving a short introduction about what the topic is all about. This will grab the reader’s attention and then start with the topics covered in the post. Add come relevant images to make your website look clean and easy to read.

  • Build backlinks

Backlinks help to promote your site just by being hyperlinks to you from another source. Search engines aggregate the volume and relevance of all of the pages linking to your site which impacts your page rank.

There are many ways to build backlinks and one of them is broken link building. When a site has been taken down entirely, existing backlinks on the other site will result in a 404 error. These are called broken links. Find resource page and check for broken links and this is done by using a browser extension like Check My Links. Broken links will be highlighted in red, making them easy for us to find at a glance. Find a good replacement on your site and send the resource site owner an email asking him to swap the dead link for a link to your content.

There are too many websites that are clustered with the same stock photos. The more original images you will put on your website, the better experience for the user and the better your odds are of ranking on search engines.

Search Engine Factors

Every website needs to be optimized to get a good search engine rank. Google uses some algorithms to rank a website in search engines.

Some google ranking factors are –

  • Backlinks
  • Freshness
  • Topical authority
  • Search intent
  • Content depth
  • Page speed
  • HTTPS
  • Mobile-friendliness
  • User experience

  • Quality Backlinks

These are the links on a website that links back to your website if your topic is related to the one referred on the website or they have linked your website.

Relevance and Authority are the two most important factors that play a major role in ranking your website.

Relevance – Search engines decide the relevancy by the keywords and links used.

Authority – Backlinks that are obtained from high authority domains offer more equity than ones that are not.

  • Freshness

It is a query-dependent ranking factor, meaning it’s important for some queries than others. Fresh content is content that has been recently updated or updated regularly such as a news update. It is updated whenever there is something new around the world and when searched you will get the high-ranking pages that are just updated a few minutes ago.

But some queries don’t require to be updated such as “how to tie a tie”. Here freshness doesn’t matter because the process of tying a tie never changes.

  • Search Intent

Search Intent represents the objective the searcher is trying to accomplish. For example, if a user searches “Best places to visit in Uttarakhand,” google will pop the articles and blogs about the places to visit in Uttarakhand.

The 3C’s of Search Intent

  1. Content-Type – You will see tourism articles, blogs on places to visit
  2. Content Format
  3. Content Angle – Updated articles and tourist accommodations will show up

  • Topical Authority

It is a measure that ranks a website whose content is better and related to the topic of the site. Write original, high-quality content based on keyword research and build topically relevant links to your article.

The concept E-A-T comes from Google’s Search Quality Rater guidelines which stand for Expertise, Authoritativeness, and Trustworthiness. Google uses E-A-T to evaluate the overall quality of a webpage.

  • Content Depth

Writing in-depth SEO content will improve the user’s engagement with the content. If a user searches for something online then you have to solve his problem by providing him everything that he needs to know. Well written detailed content improves the sites ranking because search engine treats it as complete information about a topic in a single page.

  • Page Speed

Page Speed is the amount of time it takes for a webpage to load. This plays an important role in determining ranking your site high on Google searches. The less time it takes to load your webpage, the higher the user engagement as they won’t be waiting for a long time for your content to load. They will eventually switch to another website whose content loads fast.

  • Using the HTTPS Protocol

HTTPS (Hypertext Transfer Protocol Secure) is a secure internet communication protocol that protects the integrity and confidentiality of data between the user’s computer and the site. Switching to HTTPS will make your website more secure and avoid damages from the third party.

  • User Experience

When it comes to User Experience it’s all about- 

  • Quality of content you are putting on your website
  • Responsive design and a good user interface are the key factors 

Conclusion

There are many other ranking factors when it comes to ranking your website such as domain name, algorithm rules, CTR, etc. It’s all about the quality of content you are putting out there that searchers are looking for, providing a great user experience so that searchers want to engage with your website. 

Ways to improve Online Marketing Strategies.

Online marketing strategies aim to find more customers for business by increasing brand awareness just as traditional marketing. Online marketing, widely known as digital marketing works by coordinating different channels from the creation of content to sales.
Search engine marketing (SEM) is a prominent marketing strategy. Search engine marketing and optimization are two factors that can help your company rank higher in a search engine results page. Your company website will become connected with the terms used to find your services if you have a solid SEO plan in place. As a result, you have a better chance of being the firm that someone decides to work with after conducting an online search. While Search Engine Optimization (SEO), one of its components help to get free visits from search engines, Paid Search Advertising (PSA) helps to get paid visits. The main goal of Search engine marketing is to get visit either way.
Mobile marketing is applicable only when the website has a mobile friendly version. If done correctly this strategy can produce the best experience.
Creating quality content is the very next step. A content must convince the readers and it has to satisfy the strategies of the website.

Ask someone who is knowledgeable about digital and internet marketing if you aren’t. There are hundreds of internet marketing coaches and consultants accessible to you, many of whom can provide you with advice on how to improve your results. A coach or consultant can be incredibly beneficial to small business owners who need to focus on other business systems.

Maintaining a blog is also a best option. Your blog should be used for a variety of purposes, including allowing you to add fresh keywords on a regular basis and optimizing your SEO approach. More importantly, your blog becomes a place where you can give advise, share information, and truly interact with your customers. Trust is the foundation of any long-term relationship, and your blog is an excellent place to start.

Social media marketing comes next. Social media campaigns should focus on targeted audience or followers to spread more attention to the website. Eventually the number of visits would increase the followers. So, small business can easily grow online and thinking outside the box would bring new ideas to flourish business

Search Engine Optimisation: The Basics

SEO, shortened form of Search Engine Optimization, is an aspect of Online Marketing or Digital Marketing. To understand SEO, you should first know what is digital marketing. It is the component of marketing (the action to promote goods or services) that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other online media components and platforms to promote products and services. Its development during the 1990s and 2000s, has changed the way how brands and businesses uses technology for marketing. So, the main motive for existence of SEO is promotion of website or selling product or services.

As more organizations now are moving their businesses online, search-engine rankings are becoming essential to marketing and sales. The main concern of any online organisation is to get noticed by as more people/customers as possible, to get that they have to bring their website to SERPs. Each search-engine results page (SERP), which are presented in response to a user’s request contains a series of snippets. Snippets are the clickable links that include preview text to establish the webpage’s relevance to the search. The snippet’s SERP ranking, which is based on a complex algorithm that considers more than 200 factors, can determine whether a user visits that page or not. A snippet is organic, if the organization has not paid a fee for the position instead has worked hard and provide the real and authenticate information to the user; it is inorganic, or sponsored, if the organization has paid a fee to gain that placement. Obviously, a high ranking in the first SERP can greatly boost an organization’s visibility.

A search engine is a software system that is designed to carry out web searches (Internet searches), which means to search the World Wide Web in a systematic way for a particular information specified in a query. The search results are generally presented in a line of results, often referred to as Search Engine Result Pages (SERPs). The information may be a mix of links to web pages, images, videos, infographics, articles, research papers, and other types of files. Search engines are used to find out any information across internet. Search Engine act as an interface between the user/searcher and the website. Some of the most popular search engines in the world are- Google, Microsoft Bing, YouTube, Pinterest, Amazon, Yahoo, Baidu, DuckDuckGo, Yandex, Ask.com. Google is the most popular search engine with the highest market share. What made google the most popular and trusted search engine is the quality of its search results. Google is using sophisticated algorithms to present the most accurate results to the users.

Top 12 Most Popular Search Engines in the World Right Now - SeoTips

Working of Search Engines:

You might think of a search engine as a website you visit to type (or speak) a question into a box and Google, Yahoo!, Bing, or whatever search engine you’re using magically replies with a long list of links to webpages that could potentially answer your question.

That’s true. But have you ever stopped to consider what’s behind those magical lists of links?

Here’s how it works, Google (or any search engine you’re using) has a crawler that goes out and gathers information about all the content they can find on the Internet.

  • Crawling Process of fetching all the web pages linked to a website. This task is performed by software, called a crawler or a spider or bot or Googlebot, in case of Google.
  • Indexing Process of creating index for all the fetched web pages and keeping them into a giant database from where it can later be retrieved. Processing – When a search request comes, the search engine processes it, i.e., it compares the search string in the search request with the indexed pages in the database.
  • Calculating Relevancy – It is likely that more than one page contains the search string, so the search engine starts calculating the relevancy of each of the pages in its index to the search string.
  • Retrieving Results – The last step in search engine activities is retrieving the best matched results. Basically, it is nothing more than simply displaying them in the browser.

What is SEO?

“Search Engine Optimization is the art of improving a website’s visibility in the main body of search engine results. This art of improving website’s visibility in the body of search engine result is possible using the techniques and tools available in the market.” 

“Search Engine Optimization is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.”. Organic search traffic is specifically any “unpaid” traffic that comes from SERPs.

“Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results – often referred to as “natural,” “organic,” or “earned” results”. 

It is the way of increasing the visibility of a website by natural means i.e., unpaid search results. Generally, people visit a website to find out information according to their need. But if they did not find right content, they became frustrated and immediately click away from site. So, in order to draw their attention and bring them back maximum number of times, website is built up with proper target and quality content. It fulfils user need as well as improves rank position in search engines result list. Search engine optimization (SEO) is the process of improving the number and quality of traffic to a web site from search engines via natural listing for targeted keywords. Search engine optimizers help in building a website such that it can be found easily to search engine crawler with relevant keywords. SEO help the web site’s designer to get top ranking position in search result list, attract more online visitors and finally improve the marketing capability of site.

Keywords for SEO in content

What are keywords?

The words or phrases used in your online content that help people locate your website via search engines like Google are known as keywords for SEO. Using SEO keywords (together with SEO recommended practices) to optimize your website can help you attract more users and traffic.

Importance of keywords

According to studies, 95% of users only glance at the first page of search results. And the first three results receive half of the clicks on that page.

What kind of traffic you get will be determined by the keywords you select to target (which includes the ones you select to put in your article). For example, if you own a golf shop, you could want to rank for “new clubs,” but if you’re not careful, you could end up drawing traffic looking for a new location to dance after dark.

The purpose of search engine optimization is to drive organic traffic to your website from search engine result pages. Because you might explain what you give in a slightly different way than some people ask for it, keywords are as much about your audience as they are about your content. You must understand the demands of your visitors — the language they use and the type of material they seek — in order to generate content that ranks well organically and leads people to your site.

How to find and choose keywords for SEO that drive traffic?

There is no such thing as great keywords; only those that your target audience uses frequently. It’s up to you to devise a plan that will aid in the ranking of your sites and the generation of traffic.

List out the relevant keywords

Consider the generic buckets for the topics you wish to rank for. You’ll come up with roughly 5-10 topic buckets that are relevant to your business, and you’ll use those topic buckets to assist you come up with specific keywords later on.

Use keyword research tools

Keyword research and SEO tools like Ahrefs, SEMrush, and Ubersuggest can help you come up with new keyword suggestions based on exact match and phrase match keywords based on the keywords you’ve already developed. This activity may provide you with options you hadn’t explored before.

Curate keywords for relevance

Sources that Google considers authoritative will be given more weight. That means you must do everything you can to establish yourself as an authoritative source by adding helpful, informational material to your site and promote it to gain social signals and backlinks.

Use mix head keywords and long tail keywords

It’s critical to double-check that your keyword strategy includes a mix of head keywords and long-tail words, as this will ensure a well-balanced keyword strategy with long-term goals and short-term gains. Because head phrases are commonly searched, they are more competitive and difficult to rank for than long-tail phrases.

Number of keywords for SEO

Depending on the length of the content, there would usually be 3-8 total. This offers you a fighting chance to rank for one of them, and you can even reoptimize your content later based on where it now ranks. However, you should strive to use your primary keyword once per 100-150 words as a general rule. So, if you’re producing a 1000-word post, you should use the primary keyword roughly 7-10 times.

When generating content focused on a few extremely good keywords, you’ll notice that related keywords will organically and organically appear. More than that degrades readability and stands out like a sore thumb to both readers and Google’s page crawlers.

where to use keywords for SEO

Some of the most important areas where keywords can help with SEO are discussed below:

Include keywords in Meta Description and Title tag.

Meta tags such as title tags and meta descriptions tell searchers what a page has to offer before they decide which link to visit. They will be noticed by Google as well. Make sure your focus keyword appears in your title tag, preferably at the start. Google reads from left to right, just like humans, and gives the words at the start of a title greater weight.

Use keywords in the Title of article.

When writing page titles, the ideal practice is to start the title with your target SEO keywords or keyword phrase. It will be perceived as more relevant as a result. In addition, unlike on small screens, your page title will not be cut off in mobile SERPs.

Use keywords in the Headings and Subheadings.

When at all possible, incorporate a focus keyword into the H1 heading of a page. Subheadings assist readers browse your text by providing a place to rest their eyes.Subheadings may aid visitors in determining the content’s relevance to their requirements.

Include Keywords in the First 200 Words.

Given that Google looks at the first 200 words of a blog post, it’s critical to include your primary keyword in the first sentence or paragraph if at all possible, without affecting the quality of the content. Similarly, at least one secondary keyword should be used in the first 200 words.

Use “stop words” in Awkward Keyword Phrases.

Stop words can be used into keyword phrases to make them read more naturally while maintaining their ranking value.

Include Keywords in URLs of website.

The greatest URLs provide visitors and Google a hint about what’s on the page, so make them as detailed as possible. This entails including SEO keywords in the URL.

Include Keywords in Anchor Text Links and Image Alt-tags.

Using keywords in articles as anchor text links can aid other pages on your site. This is also known as building an internal link structure, which shows Google where the most relevant articles for specific keyword phrases are located. You can use anchor text links of particular keyword phrases to drive the authority of other “pillar” pieces if you structure the content appropriately.

Images are indexed as well, giving users another chance to find the information. Also, images can aid in content accessibility, which is beneficial to the millions of disabled searchers throughout the world.

That concludes our discussion. Check read articles on keywords for SEO lead generation and the top keyword research tools to help you improve your content strategy now that you know the importance of keywords for SEO.

How to Handle URL parameters for SEO?

URL parameters can be problematic for SEO as combinations of parameters can create
thousands of URL variations out of one piece of content. However, URL parameters play a crucial role in the website’s user experience. Therefore, it is important to know how to use them in an SEO-friendly manner. First, let’s know what parameters are.
Parameters follow the question mark in the part of a URL. It also has other names: query strings, URL parameters, and URL variables. It includes a key and a value pair, separated by an equal sign. Multiple URL parameters can be added to a single webpage using the ampersand.

SEO problems caused by URL parameters
URL parameters cause several issues, including:
 Waste crawl budget
 Create duplicate content
 Make URLs less clickable
 Split page ranking signals

Assess the level of the URL Parameter Problem
It’s necessary to find out which parameters are used on your website. Few steps will help in understanding which parameters need handling, what is the scope of the problem, how search engines crawl, and to know the value it brings to users.
 Run a crawler to find any instance of a question mark in the URL.
 Take the help of Google Search Console URL Parameters Tool to find if Google has auto-added any query strings.
 Review the logged files and see if Google bot is crawling parameter-based URLs.
 Search using the site: URL: advanced operations to find how Google is indexing the parameters.
 Check Google Analytics All Pages report to search for question marks and how they are used by users. Also, ensure that URL query parameters are not excluded in the view setting.

All this information can help one decide how to handle the website’s parameters in a better way and address any SEO related problems.

Solutions
Few solutions to handle URL parameters for SEO:

 Rel=” canonical” link attribute can be used to find out if a page has the same content on another page, encourage search engines to merge ranking signals to the URL specified as authorized. Although this technique is not the best option when the parameter page content is not similar, it does have some benefits. That includes the ability to safeguard against the duplicate content and the consolidation of ranking signals to the canonical URL.

 Meta robots Noindex tag
This allows us to set a no index directive for any parameter page that adds little or no SEO value. Meta robots Noindex tag lets you stop search engines from indexing the page. It also has other advantages like the ability to safeguard against duplicate content, easy technical implementation, and removal of existing parameter-based URLs from the index.

 Robots.txt disallow
Robots.txt file is a great solution to block crawler access to all parameter-based URLs. It has a very easy technical implementation. This avoids duplicate content issues, allows crawl budget to be used more efficiently, and is suitable for all parameter types.

So now that you have gone through the possible solutions use the one that works best for you. Unfortunately, you can’t use all of them at one time as these SEO solutions can conflict with each other and cause unnecessary complexity.